New kids’ apparel collection will include innovative scratch-and-smell features.

GLOBAL- Perfetti Van Melle has teamed up with fashion group Cotton On to develop a collection of Chupa Chups lifestyle products for kids in 16 countries across the world.

Launching in August in Australia, New Zealand, the U.S., South Africa and other countries, the apparel collection brings the confectionery brand to life with brand imagery and scratch-and-smell effects.

“Chupa Chups and their huge variety of delicious flavors create a sense of nostalgia, which we know our customer will love,” says Pia Baffi, Brand Product Manager, Cotton On Kids. “We’re excited to partner with Chupa Chups to help launch our fun and playful scratch-and-smell range this August.”